Militants launch social support in an Iraqi city

In this Feb. 11, 2014, masked anti-government gunmen help an elderly woman in Fallujah, Iraq. Islamic militants who took over the Iraqi city of Fallujah are now trying to show they can run it, providing social services, policing the streets and implementing Shariah rulings in a bid to win the support of its Sunni Muslim population. (AP Photo)
The Associated Press

In this Feb. 11, 2014, masked anti-government gunmen help an elderly woman in Fallujah, Iraq. Islamic militants who took over the Iraqi city of Fallujah are now trying to show they can run it, providing social services, policing the streets and implementing Shariah rulings in a bid to win the support of its Sunni Muslim population. (AP Photo)

Iraqi Prime Minister Nouri al-Maliki has tried to counter the militants' message. His Shiite-led government pledged millions of dollars to compensate those whose properties were damaged in fighting and to help more than 10,000 families uprooted from their houses.

In an ad on state TV, al-Maliki's voice booms through military loudspeakers as soldiers are shown gearing up and boarding helicopters to join their comrades on tanks and Humvees in an open desert area that resembles Anbar.

"The responsibility of protecting our country and people is yours," al-Maliki tells the troops. "We are with you, standing in the same trench to defend Iraq and Iraqis."